Los Angeles – September 15, 2026 -- Youth financial independence in the United States dropped to 34.9% in 2026 from 41.3% a year earlier, according to the second annual Youth Report released by specialty retailer Pacsun and data and analytics firm GlobalData. The share of young people who say they fully rely on their parents rose to 29.1% from 23.8% over the same period.
The report, based on a June 2026 survey of 6,126 people ages 11 to 24 across the U.S., identifies what Pacsun terms the "Drawbridge Generation" -- Gen Z and Gen Alpha consumers who are pulling back from public digital noise toward smaller circles of trusted family and friends.
Influencer trust never exceeds 11% share across any category measured
Family and friends dominate every trust metric tracked, from financial advice to purchase decisions, while influencers top out at an 11% trust share. Only 2% of respondents said they trust AI for fashion advice.
Social media addiction self-reports jump to 29% from 18.8% in one year
The proportion of young people who say they are "definitely addicted" to social media rose sharply between the 2025 and 2026 surveys. Despite this, price sensitivity is reshaping purchase behavior: 65% said low prices make trend-driven purchases worthwhile today, while 61% said they would cut back on such purchases if money were no object. Secondhand purchasing is also gaining ground, with 67% having bought or open to buying used goods.
AI adoption reaches 85% but financial trust in the technology stays near zero
Eighty-five percent of respondents used AI in the past year and 74% said they are open to using it for shopping discovery. Yet only 5% trust AI for financial advice, 4% for relationship guidance, and 2% for fashion decisions.
Stable job, car and home remain top goals alongside mental health by age 35
A stable job (62%), owning a car (60%) and owning a home (59%) remain leading aspirations for respondents by age 35, with being mentally healthy (59%) now carrying nearly equal weight in the ranking.
"Across more than 6,000 respondents, financial independence is declining, digital engagement is intensifying, and trust is concentrating around family and friends, even as young people embrace new technology while staying selective about its influence on personal decisions," said Neil Saunders, Managing Director and Retail Analyst at GlobalData.
Pacsun expands Youth Council and Ambassador Program following report findings
Pacsun introduced a second cohort of its Youth Council alongside a new Ambassador Program, creating additional channels for Gen Z and Gen Alpha input on product, campaigns and customer experience. CEO Brieane Olson said trust is becoming more personal and intentional, requiring brands to earn engagement through genuine connection rather than transactional messaging.
The findings will be presented at Pacsun's second annual Purpose Summit in Malibu on September 24, gathering young people, creators, media and brand partners to discuss the report's themes.